The Influence of Consumer Innovatively, Company Reputation, and E-Trust on E-Loyalty of E-Commerce Customers in Aceh

Abstract

Aims: This study aims to examine the effect of consumer innovation, corporate reputation, and e-trust on e-loyalty and the ability of e-trust to mediate the effect of consumer innovation and corporate reputation on e-loyalty on e-commerce customers in Aceh. Study Design: A quantitative research. Place and Duration of Study: The population in this study is the people of Aceh as users of e-commerce marketplace services from 2017 to 2021. Sampling covers the Banda Aceh Lhokseumawe area. While the sampling technique used is Non-Probability Sampling with accidental sampling approach, with a sample of 200 respondents. Methodology: The data analysis method used is multiple linear regression. Data analysis begins with descriptive statistics of variables, normality test then joint testing and partial test and path analysis. Results: Consumer innovation has a significant effect on e-loyalty to e-commerce customers in Aceh with the magnitude of the significant value of consumer innovation for e-loyalty is 0.020 and the t-value is 2.348. The company's reputation has a significant effect on e-loyalty to e-commerce customers in Aceh, the results of this study indicate that the significance obtained by the company's reputation for e-loyalty is 0.037 with a t value of 2.097. E-Trust has a significant effect on e-loyalty for e-commerce customers in Aceh, this is because the significance value of e-trust on e-loyalty is 0.000 with a t-value of 19,539. E-trust mediates the effect of consumer innovation and corporate reputation on e-loyalty on e-commerce consumers in Aceh. This can be seen from the value before mediation of 0.618 or 61.8% and in the second model after mediation (2) of 0.870 or 87%. This indicates a change in the value from 0.618 before mediation to 0.870 after mediation. Conclusion: The results showed that consumer innovatively has a significant effect on e-loyalty to e-commerce customers in Aceh. Company reputation has a significant effect on e-loyalty in e-commerce customers in Aceh. E-trust has a significant effect on e-loyalty to e-commerce customers in Aceh and e-trust mediates the effect of consumer innovatively and company reputation on e-loyalty to e-commerce customers in Aceh.